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研究生： 詹宗泰
Zhong-Tai Zhan
論文名稱： 考慮服務水準下具替代效果之多品項間的最佳訂價及訂貨政策
指導教授： 陳振明
Jen-ming Chen
口試委員:
學位類別： 碩士
Master
系所名稱： 管理學院 - 工業管理研究所
Graduate Institute of Industrial Management
畢業學年度： 89
語文別： 中文
論文頁數： 49
中文關鍵詞： 替代效果 、服務水準 、產品多樣化 、主觀價值
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    • 不同於傳統的訂價、訂購模式，本研究深入考量多產品間的訂購問題以及協調訂價問題，並且加入服務水準以及替代效果的概念，探討在不同的服務水準要求以及不同的產品替代效果下，對於零售商決策的影響，使其模式更符合實務上的現象。

    總目錄 摘要……………………………………………………………………..Ⅰ 總目錄………………………………………………………….……….Ⅱ 圖目錄…………………………………………………………………..Ⅴ 表目錄…………………………………………………………………..Ⅵ 第一章 緒論……………………………………………………………..1 1.1研究動機……………………………………………………....1 1.2研究目的……………………………………………………....4 1.3研究架構……………………………………………………....5 第二章 文獻回顧………………………………………………………..7 2.1訂價策略……………………………………………………....7 2.2需求替代……………………………………………………....9 2.3服務水準……………………………………………………...11 2.4主觀價值……………………………………………………..13 第三章考慮服務水準下具替代效果之多品項間的最佳訂價及 訂貨政策……………………………………………………..16 3.1模式之環境設定…………………………………………..…16 3.2參數定義…………………………………………………..…17 3.3顧客需求模式(不具替代效果下)……………………….…..18 3.4顧客需求模式(考慮替代效果下)……………………………19 3.5零售商之利潤模式…………………………………..………21 3.6實際模型推導…………………………………………..……22 3.6.1顧客購買率推導……………………………..…………23 第四章 數值案例分析…………………………………………………24 4.1演算法的應用………………………………………..………24 4.2參數設定……………………………………………..………25 4.3範例分析……………………………………………..………26 4.4數值分析………………………………………..……………27 4.4.1主觀價值變異對於訂價、訂貨決策的影響…………..27 4.4.2服務水準高低對於零售商利潤表現的影響…………..31 4.4.3品項偏好及替代偏好對於各品項訂購決策的影響…..35 4.4.4產品殘值高低對於訂價、訂貨決策的影響…………..36 4.4.5顧客到達率函數中，斜率a的變化對於訂價、訂 貨的影響……………………………………………..…37 第五章 結語與未來研究方向…………………………………………39 附錄………………………………………………………………..……41 附錄A……………………………………………………………41 附錄B……………………………………………………………43 附錄C……………………………………………………………45 參考文獻………………………………………………………..………47 圖目錄 圖2-1 消費者主觀價值示意圖……………………………………….13 圖3-1 產品替代關係圖……………………………………………….19 圖4-1 不同訂購水準下，零售商的最佳利潤……………………….27 圖4-2 某訂購組合下，零售商的最佳訂價………………………….27 圖4-3 不同主觀價值變異及存貨水準對最佳訂價之影響………….28 圖4-4不同主觀價值變異及存貨水準對於零售商利潤水準 之影響………………………………………………………….29 圖4-5決策時忽略替代效果、實際銷售過程中有替代行為 時，服務水準的改變………………………………………….34 表目錄 表4-1 不同主觀價值變異對於零售商決策及利潤水準的影響……..30 表4-2 考慮替代效果下，服務水準高低對零售商利潤的影響…….32 表4-3 不考慮替代效果下，服務水準高低對零售商利潤的影響….32 表4-4決策時不考慮替代效果，實際上有發生替代效果， 對於服務水準及利潤的影響…………………………………32 表4-5 不同服務水準下，三種情況的利潤比較……………………..34 表4-6 品項偏好對於訂購決策的影響………………………………..35 表4-7 替代偏好對於訂購決策的影響………………………………..36 表4-8 殘值高低對於訂價、訂貨決策的影響………………………..37 表4-9 需求斜率變化對於訂價、訂貨決策的影響…………………..37

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